The concepts are Sumaya’s, a modern Emirati fusion brand in Mirdif, and urban eating brand Avorito, which will house both Bang! Bang! Burrito and Avo/Cato in its JLT-based kitchen.
“The demographics and target market in the burgeoning Mirdif area is a healthy mix of UAE nationals and expats, providing the right target market and segmentation for Sumaya’s menu. It will be the first dark kitchen to focus on the ‘Dubai’ taste of things to come,” said Gabrielle F. Mather, CEO and founder of Restaurant Secrets Inc.
Opening at the other end of town is Avorito, an ambitious project in JLT with two brands operating from the same kitchen. First there’s Bang! Bang! Burrito, a fun food and lifestyle brand that takes inspiration from cities like Cancun, Miami and LA. This kitchen brings diners creativity on a plate with dishes like spiced beef tenderloin with red rice, charred corn with caramelized onions, black beans and a variety of sauces.
“JLT kitchens can deliver across JBR, Dubai Marina, Emirates Living and more. The lifestyle seeking urban target market here responds well to both wholesome eating as well as late night ordering in, making it the perfect choice for Avorito’s diverse menu,” said Mather.
Avorito will also operate Avo/Cato, a brand that’s all about making choices and serving Avocado-based meals.
Speaking about the evolution and rise in demand for delivery-only models, Mather said: “We’ve been busy this year with feasibility studies and concept development of three head-turning and affordable dark kitchen concepts. As the landscape of how we dine at home and work changes positively, the delivery business is seeing a renaissance in the quality and variety of offerings available. We forecast the shift to a four-and-a-half-day work week and emphasis on life/work balance to be a game changer to how people invest their leisure hours. With more time and disposable income, couples, singles and families will order in more than ever. It’s the best time to launch high quality delivery brands and we are pleased to bring three new concepts that will change the food delivery landscape with their uniqueness and high-quality fare at affordable prices that taste great out of a box.”